How, When & Why to use
Static content should be included on every single page of your website. Static content is simply written content that is not going to dynamically change. Static content is the core of every page in the eyes of the search engine. If you create a page that does not include static content, then search engines will have a very difficult time understanding what that page is about.
Features and Functions
Static content gives visitors something to read. Whether that information is meant to be entertaining or informative, it should always be obvious to the visitor that it exists on the page and should be written in a way that will entice and engage the reader while making use of SEO principals and strategies.
While static content should appear on every page of the website and all of the site architecture, technical optimization and backlink strategies apply, the following list applies specifically to optimizing static page content.
- Proper Keyword Strategy (main keyword, alternate phrases and variations, long tail)
- H2’s (keyword use in questions and statements)
- Additional Heading tags as appropriate
- Well written supporting paragraphs with LSI considerations.
- Word Count minimum 400, preferably 800+
- Appropriate Keyword Density (3-6% for main keyword, 1-2% for supporting terms)
- Use of bold, italics, underlines, block quotes, bulleted and numbered lists)
- Mixed Media such as images and video should include alt tags and the proper Schema.org markup.
- Contextual Cross Linking to other important on-site pages (1 link per 100 words max)
- Links should always include title tags and long tail phrase match anchor text
- Out-Linking to highly relevant and authoritative resources
- If the links are advertising driven, include nofollow tags
- Create user engagement with calls to action (get users to click and interact with the page)
- Open Graph Tags
- Twitter Card Information
- Google+ rel=”author” and rel=”publisher” markup
Marketing, Syndication, Distribution, Social Engagement
Once your static content is live you can’t just sit back and hope people are magically drawn to it, you have to let the world know it exists!
- Social: If the content is on a top-level page on your site, consider adding a navigation link to that page to the about section of every social profile page that exists for the company. At least create some social posts that link back to the page.
- Directories: Submit a link to directories that allow deep-linking, and add navigation links to your local business listing directory profiles
- Q&A and forums: If the page answers any specific questions, find Q&A sites and forums where people have asked similar questions, give them a short answer and point a link to your page as an in-depth reference.
- Comment Links: Find blogs, articles and social discussions that are relevant to your page and add your own relevant comment with a link back to your page.
- Bookmarks: Create bookmarks on services like Delicious, StumbleUpon and more.
- Guest Blogs: Consider doing some guest blogs that include an optimized link to that page.